Get Real, Get Right: Authenticity Wins the Day
"One size fits all" doesn't work for clothes, so why would it work for your digital marketing efforts? It doesn't, and people innately know when they're being treated like a number, not an individual. So what to do? Well, what better than treating people like ... well, like people.
An easy place to start is with personalization, wherever possible. Email marketing takes center stage here. Personalization options are available and should already be in use to get the most out of your email program. Starting with a name is a good start, but serving your subscribers content based around their interests and needs is even better. The less the recipient feels like another name on a mailing list, the better. Furthermore, personalization will help your bottom line. Up to 48 percent of consumers will spend more after receiving personalized marketing efforts.
Good marketing should also be looking to start a conversation, not force conversions. Conversions are of course positive, but a relationship will be more valuable in the long run than any single conversion. Good customer relationship management is how brands like Apple keep customers loyal for decades, product after product.
Like so much else in life, it's going to take work to get personalization right, but in the end it will be worth it. While features like marketing automation can be helpful and take some of the complexity out, human touches go a long way towards making people feel like people again. Keep it real, and your customers will treat you well in return.